A couple of weeks ago, I purchased the October issue of Elle magazine.
1) I got it because Britney Spears was on the cover
2) Because it was a special double issue with an additional accessories edition
Even though I don’t normally subscribe to Elle, I paid $5 with high expectations for some insight into the ads in this different publication. Boy there were ads. SO MANY ADS! At times it was hard to distinguish between the actual content and the ads. Designer after designer, I was amused by the high fashion photos and began to think:
“Are these ads strategic?”
“Is there thought and research put into creating these ads?”
“Do these ads play any role on any other platform?”
As I flipped through the magazine I began to compare high fashion designer ads, cosmetic ads, and retail ads.
High fashion designer ads are edgy and attractive. The images of beautiful scenes and models draw the eye. I notice these ads, yes, but they rarely evoke the need to buy. I don’t see Fendi ad or Channel ad and instantly visit the nearest retailer. I do think that these ads enforce the brand identity. These ads engrain the brand image into the audience’s mind and really establish the look and feel of the brand. High fashion ads can establish status or quality within the brand. High fashion ad usually contain very little copy and rely heavily on the visual art.
Cosmetic ads feature a very different look and feel. They display zoomed in shots of faces, faces displaying the product. Often the visual is bright or is high in contrast. In addition to the visual the ad often has loads of copy. This copy usually includes bold headlines and lines upon lines of details about the product with use of multiple different fonts to highlight different text. Additionally, there is typically a product shot and and a large brand logo. Even though these ads show gorgeous photos of beautiful models I believe there some strategy behind the ad from the placement of the logo and product shot, to the headline and the body copy. Cosmetic ads not only promote the brands image but really can influence or evoke the feeling to buy.
Retail ads definitely appear to be backed by the most strategy. They typically posses creative headlines, body copy, and layouts. They support both the brand image, and display a consumer promise. Retail ads often don’t demonstrate the same level of status or quality but provide stronger call to actions. Yes, retail ads will usually have great photography but feature either many or no products in the shot. The use of many products may try to showcase the many products the retailer offer. The use of no products may try to highlight the brand’s target consumer.
Honestly, I don’t really know how much strategy is placed into fashion ads. How much does the picture drive the copy? How much does the copy drive the picture? How does a brand decide to show the product or to show many products? Is the more strategy emphasized on the placement of the ad or what medium is place on?
These are the things that keep me awake at night.
Maybe it is all just luck.
Marissa Osowsky 